Go-To-Market (GTM) isn’t just a checklist you get to at the end. It starts way before the product is even built. When the Product Marketing Manager (PMM) joins early, the whole project gains clarity. Sales knows the story they’re telling. Customer Success is ready for what’s coming. Product builds with the end-user in mind—not just ticking off feature requests. Marketing becomes part of the product’s DNA.

As Seth Godin puts it in Purple Cow, the goal is to make something truly remarkable from the start. That means GTM it’s about what you build in from the beginning.

Think of GTM planning like preparing for a voyage. You’ve got your compass, your crew, and your map. The GTM checklist doesn’t just keep you on track—it helps the whole team understand why each step matters.

It’s like a GPS with personality. The structure is modular, allowing PMMs to flex based on team bandwidth and company maturity. Each module includes clear, actionable steps—designed for real execution, not just theory.

While the project manager is lining up dependencies and timelines, the PMM is asking: “What’s the story—and will it land?” Even in teams where rollouts run like clockwork, product marketing stays close to ensure every piece connects back to customer value.

Because this isn’t just about shipping—it’s about how your product shows up in the world.

Every launch is different. GTM planning adapts based on the product, the audience, and your objectives. But there are always a few core pressure points where good alignment can make—or break—a launch.

Let’s dive into those, one module at a time.

Module 1: Product Marketing Brief

The Brief is your GTM north star. It’s short, clear, and shared early. According to usability research, concise internal documentation leads to better alignment and execution¹.

The PMM drafts it, then sharpens it with input from Product and other key stakeholders.

Keep it tight and useful. Answer:

• What is this? (Tell it as a five-sentence story of the user journey.)
• What isn’t it? (Make sure it’s clear what features are not part of the scoop and how this will impact the benefits for the end user)
• What’s in it for the customer—and why does that matter? (Use bullets to tie features to outcomes.)

Include placeholder links for both internal docs (FAQs, slides, battle cards) and public-facing content (landing pages, demos, decks, key content for social media and other channels). This is your central source of truth.

Module 2: Positioning & Messaging

If the brief sets the direction, Positioning & Messaging brings it to life. According to Harvard Business Review, focusing on customer value can significantly improve how benefits are communicated².

It’s about turning product capabilities into a narrative people care about. Good positioning resonates with both users and decision-makers.

PMMs can pick the right format for the moment—value pillars, a messaging house, or a full narrative arc. The key is clarity and emotional relevance.

Messaging should be signed off by leadership, then used across everything from sales decks to onboarding flows. It’s not just about what the product does—it’s about why it matters.

Module 3: Internal Alignment & Enablement

We’ve all been in that meeting where everyone nods, but no one’s actually aligned. McKinsey research shows that cross-functional alignment is a top driver of successful execution in complex organisations³.

Internal Alignment & Enablement bridges that gap.

It brings together Product, Sales, and Support—the trio that turns plans into action. Product solves problems, Sales tells the story, and Support deals with reality on the ground.

PMMs provide the right assets: a full deck for big launches, a one-pager for Success teams, and a glossary linked in your knowledge base. They define which comms channels matter—Slack, internal newsletters, briefings—and how to promote across blog posts, release notes, webinars, and social.

It kicks off with a preview tour, followed by a full-team launch. Not just informing—enabling.

Module 4: Audience Segmentation & Persona Mapping

You can’t tailor a message if you don’t know who you’re talking to. MIT Sloan Management Review highlights that customer-centric strategies drive better connection and clarity⁴.

Audience Segmentation & Persona Mapping helps target the right people, with the right message.

Personas are crafted fresh for each launch, based on urgency, real needs, and context—not just demographics. Validation comes from research, competitor analysis, and actual user input.

This isn’t about creating cardboard cutouts. It’s about building tools the whole team can use to connect meaningfully.

From Framework to Action: The Checklist (with AI prompt to build!)

Each module is a key piece in the GTM machine. But even the best strategy needs a system to execute. That’s where the checklist comes in.

It’s not just a list of tasks—it’s a validation engine.

Each item should answer one question: What does this unlock—for the team or the customer? Use it to pressure-test your assumptions and sharpen your execution.

Using the content of the following web page as your reference: https://georgiev.live/en/marketing/go-to-market-initiative-in-project-planning-view/, help me build a Go-To-Market (GTM) checklist for an upcoming product launch.

This checklist is based on a modular approach, where each section includes specific, actionable items that support cross-functional alignment and customer impact.

The checklist includes four core modules:
1. Marketing Brief  
2. Positioning & Messaging  
3. Internal Alignment & Enablement  
4. Audience Segmentation & Persona Mapping

Your job is to:
- Guide me through each module one by one, starting with the Marketing Brief.
- Ask 2–3 focused questions per module to help clarify and shape checklist items.
- For each answer I give, challenge me to link it to real value—either for internal teams or the customer.
- Once we complete a module, summarize the checklist items we created for it and ask me to confirm or edit.
- After all modules are done, provide a final summary in Markdown table format, ready to use in documentation or handoff decks.

**Style Instructions:**
- Keep the tone supportive, smart, and strategic.
- Use bullet points and substeps when clarity is needed.
- If I go off track, gently redirect with: “Let’s focus back on this module—what specific item should we include next?”
- Don’t rush—only move to the next module once I confirm the current one is complete.

**Output at the end should include:**
- Full GTM checklist organized by module.
- Markdown table for reuse.
- Optional: suggestions on turning this checklist into a live document or Notion board.

Let’s begin with **Module 1: Marketing Brief**.
Ask me: “What is the product or feature you’re preparing to launch, and how would you describe what it is and what it isn’t?”

Product Marketing Shouldn’t Be Late to the Party

GTM planning isn’t a final step—it’s the foundation. When PMMs join early, launches don’t just go smoother—they land harder and last longer. Because when there’s clarity and coordination from the start, your product doesn’t just go to market.

It shows up with purpose.

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1. Nielsen Norman Group. “How Documentation Helps Teams Succeed.” [link] ↩︎
2. Harvard Business Review. “The Elements of Value” by Eric Almquist et al. [link] ↩︎
3. McKinsey & Company. “How to drive alignment across the organization.” [link] ↩︎
4. MIT Sloan Management Review. “Customer-Centric Strategy: Finding Your True North.” [link] ↩︎

^{Images: Luís Eusébio and GeoJango Maps}